A man stands behind a counter piled with cardboard boxes. The boxes are taped closed and many are marked with red circles containing either the letter A or the letter C. The man is looking down the smartphone held in his hand and a calculator on the desk.
Amazon Accelerator boosts your products with the marketing power of the Amazon brand, but requires you to give up control over some aspects of your business. — Getty Images/TwilightShow

Amazon is the world's largest online marketplace, and starting an Amazon-related business lets you take advantage of the company’s large customer base. One of the ways to do this is by using the new Amazon Accelerator program.

What is Amazon Accelerator?

Amazon Accelerator is a program that lets manufacturers or business owners launch their products on Amazon. More importantly, it provides a way for businesses to become Amazon Private Brand suppliers.

With the Amazon Accelerator program, you can sign up as an Accelerated seller. You’ll post your products on Amazon, but instead of listing them under your name and brand, they’ll show up under the Amazon brand.

In addition to benefiting from Amazon’s branding and marketing, your products will be preferred on the platform. This recognition could lead to more sales than you might see as an independent seller. You can think of the Amazon Accelerator program as Amazon’s franchising program for up-and-coming businesses.

[Read more: What is an Amazon Business Account?]

Who can sign up for Amazon Accelerator?

At this time, only certain types of brands or products are allowed on the Amazon Accelerator program. These product categories include:

  • Apparel and accessories.
  • Health and wellness.
  • Sporting and outdoors.
  • Household and personal care.
  • Shoes.
  • Beauty.
  • Lawn and garden.
  • Food and beverages.
  • Baby.
  • Toys.
  • Consumer electronics.
  • Home and kitchen.
  • Business and industrial.
  • Office supplies.
  • Tools and home improvement.
  • Pets.
  • Automotive.

Should you qualify, you can sign up by visiting the Amazon Accelerator page and answering a questionnaire. Amazon’s representatives will get in touch with you about getting started as an Accelerated seller.

[Read more: Amazon Small Business Academy: E-Commerce Tools & Resources]

If you want to tie your e-commerce business to Amazon, Accelerator could be the right fit for you.

Amazon Accelerator pros and cons

Amazon Accelerator allows businesses to sell their products under the Amazon name brand. Let’s look at some of the benefits and downsides of the program.


  • A testing platform for your products: Joining the Amazon Accelerator program will allow you to launch your products on the largest online marketplace. You can get quick feedback and adjust your business rapidly as a result. And since Amazon promotes your products, you’ll get more feedback than you would otherwise.
  • Extra marketing support: When you launch your products on Amazon, you’ll benefit from email and social media marketing, as well as free PPC (pay-per-click) advertising. And your products will receive extra visibility on holiday sales or on Amazon Prime Day.
  • Extra growth support tools: By joining Amazon Accelerator, you’ll also receive access to Amazon Vine, Amazon Web Services and a special co-working office in Seattle. All of these tools can help you grow your e-commerce business.


  • Limited control: If you join Amazon Accelerator, you give up some control over your brand and especially its marketing. Amazon has control over your product pricing and supply chain, as well as any promotional aspects.
  • Your products are limited to Amazon exclusively: This prevents you from selling your products and growing your brand on other platforms. For some business owners, this can be scary since it prevents them from diversifying their business earnings.

[Read more: How to Build an Amazon Store: A Step-by-Step Guide]

Should I sign up for Amazon Accelerator?

Amazon Accelerator is a good choice if you’re interested in growing an e-commerce business and are okay with giving up some control over your business. The program provides extra marketing assistance, special tools and promotional advantages.

However, the Amazon Accelerator program is not a good idea if you want to grow a personal brand that you can stick with for years to come. And it's not a good choice if you want to sell your products in multiple stores, like a personal e-commerce site you own and run.

If you want to tie your e-commerce business to Amazon, Accelerator could be the right fit for you. If not, it may not be worth it in the long run even if joining the program boosts your sales significantly in the short term.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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